Exploring brand management strategies in Chinese manufacturing industry

Lin, Fenfang; Siu, Wai Sum

doi:10.1057/s41262-019-00166-6

Cited by 14 publications

(8 citation statements)

References 137 publications

(178 reference statements)

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“…Правильно подобранная рекламная стратегия бренда -это важный шаг, чтобы выйти на рынок или повысить уровень продаж уже известного бренда. Существует множество методов и решений, которые формируют идею рекламной стратегии бренда [15][16][17].…”

Section: Discussionunclassified

Comparative analysis of brand management strategies

Lyashchuk

Platonova

2021

Vestn. Voronež. gos. univ. inž. tehnol.

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The article presents the results of the analysis of three main strategies included in the brand management system. Brand management involves the development of a long-term plan that describes in detail the formation of strategic images and brand image, the expected dynamics of its brand development, and the response to changes in the external environment, market and consumer perceptions. Management strategies are used to achieve key brand development goals. First of all, branded products must be unique and differ favorably from competitors' products, which today is quite difficult in the context of globalization. Strategic brand management allows you to solve this problem by analyzing the market situation and using unusual methods to attract the attention of consumers. In order to increase the value of the product, it is necessary to build an emotional and trusting connection with the contact audience. A finely built emotional connection allows you to find a client who is not only suitable for the product, but also who will recommend it to his closest environment. When branding creates an emotional connection with customers, it allows you to increase market share, get more value for money, and grow your brand. In the face of tough competition in today's markets, it is very difficult for new brands to occupy a profitable niche. But it is worth remembering that the promoted brands gained popularity thanks to certain strategies that will be very effective today. Brand management includes three, interconnected in a single complex, strategies: brand promotion strategy, brand advertising strategy and brand positioning strategy. Many businesses and organizations, while recognizing the value and positive impact of a strong brand on sales, are rather vague about their brand strategy and future development. It is worth remembering that strategic brand management is necessary not only when a new brand is being created, but also in those cases when it is necessary to revive or renew an existing trademark.

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Section: Discussionunclassified

Comparative analysis of brand management strategies

Lyashchuk

Platonova

2021

Vestn. Voronež. gos. univ. inž. tehnol.

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“…(Rekha, 2015). A strong association between the image of a modern retailer and its private label products is a fundamental requirement for a product differentiation strategy (Lin & Sum, 2020). Abril and Canovas (2016) state that brand image is a collection of brand associations that are in the minds of consumers regarding the brand itself.…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Brand Element Criteria and Brand Image of Private Label Products on Store Image and Its Implications on Customer Loyalty

Annas

Pramudito

2021

IMAGE

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This study aims to analyze the effects and aspects of store images and customers loyalty. Independent variable in this research is criteria of brand element and brand image, and dependent variables are store image and customer loyalty. This research were using questionnaires collected from 302 respondents who buy products with private label brand on their shopping baskets during Pandemic Covid-19 period. The result showed that brand element criteria had significant effect on store image and the same as brand image gave significant effect on store image, and store image significantly affect the customer loyalty. The conclusion derived from this study was to keep the private brand element criteria on the sight of customer side, maintain its good image because the brand effecting also the store image where the private label brand sold. Reinforcing store image periodically to maintain its customer loyalty should be done periodically and frequently. Keywords: Private label;Private Brand;Brand Element;Brand Image;Store Image

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“…An established brand assures product quality and reduces purchasing risk for buyers (Aaker, 1991;Keller, 2013). It helps sellers to form a sustainable business relationship (Marquardt, 2013), achieve financial returns (Anees-ur-Rehman et al, 2018), and raise industrial barriers against competitions (Lin and Siu, 2020). Industrial branding focuses on building a long-term partnership, and requires firms to gain sufficient market knowledge (Glynn, 2012).…”

Section: Industrial Upgradingmentioning

confidence: 99%

Chinese SME development and industrial upgrading

Lin

Ansell

Siu

2020

IJOEM

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PurposeDrawing from industrial upgrading theories, this study aims to explore the issues of industrial upgrading and small and medium-sized enterprises (SMEs) development in an emerging market – China.Design/methodology/approachA contextual stepwise approach is undertaken by applying netnography and interviews to investigate manufacturing SMEs' perceptions on upgrading.FindingsThe study outlines three economic actors – government, industry and manufacturer; two upgrading factors – internal and external; a vicious circle that consists of thin profit, quality and imitation issues; and a benign circle that incorporates a list of upgrading capabilities – research and development (R&D), creativity, design and branding – in the context of upgrading to the value-added supply chain.Research limitations/implicationsBy integrating the findings with relevant literature, the authors propose a framework to best illustrate manufacturing SME upgrading. The findings reveal that Chinese manufacturing SMEs acquire upgrading capabilities through organizational learning during the upgrading process, which is affected by both external and internal factors in the constraints imposed by the interplay of relevant actors.Originality/valueThrough the innovative methodological approach, this study affords great insights into industrial upgrading from the perspective of manufacturing SMEs in an emerging economy – China.

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Exploring brand management strategies in Chinese manufacturing industry

Cited by 14 publications

References 137 publications

Comparative analysis of brand management strategies

Comparative analysis of brand management strategies

The Effect of Brand Element Criteria and Brand Image of Private Label Products on Store Image and Its Implications on Customer Loyalty

Chinese SME development and industrial upgrading

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